Technical nomenclature,everyday language,and consumer inference

Marketing Letters - The use of technical language in marketing communications has more complex effects than what the previous research suggests. Three studies show that the effect of technical...     

The contrasting influences of incidental anger and fear on responses to a service failure

Customers’ disposition to register a formal complaint about an inferior product or poor service is often mediated by attributions of responsibility. However, the anger or fear that people happen to be experiencing for totally irrelevant reasons can also influence this disposition. Two field studies and four laboratory experiments indicate that when people feel angry at the time they encounter a service failure, they are more likely to blame the service provider for the failure and more likely to register a complaint. When they experience fear, however, they are uncertain about the cause of their misfortune and decrease their negative reactions relative to conditions in which fear is not experienced. The effects of these incidental emotions are evident both when a service failure is personally experienced and when it is only observed. These effects are eliminated, however, when individuals do not have the cognitive resources available to assess the reasons for the service failure and the conditions surrounding it.     

Procedural v. conceptual: A developmental view

Much of the current discussion in accounting education is directed at the resolution of the choice between the procedural and conceptual approaches to upper-level courses. This paper provides a theoretical framework for examining the issues in this area. The framework is derived from the work of an expert, William G. Perry Jr., on the intellectual and ethical development of college students. The author argues that the debate must be expanded to include pedagogical as well as content-based issues. The Perry scheme is described and its implications for accounting education are examined.     

Fostering strategic learning capability to enhance creativity in small service businesses

Potentially, owner manager creativity is a major source of competitive advantage within small businesses. However, whilst smallness of operation bestows possible benefits and advantages which can facilitate or assist owner manager creative thinking and development activities, it also brings with it potential unique problem-types which can severely impact growth and squeeze out owner manager propensity to be creative and innovate. Within this article, we utilise Personal Construct Theory to demonstrate the complexity of the small business strategic learning and management processes in dealing with such a problem context, and the nature and role of owner manager creativity within these processes. Case study insight is used to demonstrate the ways in which creative owner managers are able to set themselves free from currently constraining existing personal worldviews and unfold and converge new ideas and produce alternative personal constructions of innovative development opportunities.     

Consumers’ Reactions to a Celebrity Endorser Scandal

This research examined the impact of a widely publicized celebrity scandal on consumers’ attitudes toward the involved celebrities and the products they endorsed. Special attention is placed on the interplay between consumers’ perceptions of the celebrities’ responsibilities for the events that occurred, their affective reactions to both the events and the celebrities, and their consequent reactions to the products that the celebrities endorsed. The use of a real celebrity scandal permitted the effects of several variables to be identified that are normally not taken into account, including individuals’ a priori liking for the celebrities, perceptions of the scandal's impact on both the involved celebrities and the society, individuals’ own involvement in scandal‐related activities. These and other effects were evaluated using structural equation modeling. Two parallel analyses, one for each celebrity, fit the model well and provided insight into the processes that potentially mediate the effects of a celebrity scandal on product evaluations.     

A fresh start and the learning experience of ethnic minority entrepreneurs

This paper focuses on ethnic minority entrepreneurs whose businesses failed within the first 3 years of trading, but were starting afresh with the help of the Brent Business Venture Fresh Start in Business programme. The paper aims to identify why the entrepreneurs had previously failed; what prompted them to start again; what was different about their business approach and practices second time around; and how key lessons had been learned as a result of their previous experiences that can improve their prospects for success in the future. The resultant insight derives out of an evaluation study of the Fresh Start programme, the methodology for which included initial telephone interviews with 20 ethnic minority entrepreneurs spread across eight business sectors, during which profile data were collected. The second phase of the study involved in‐depth face‐to‐face and semi‐structured interviews with the 20 entrepreneurs. The main findings suggest that failed entrepreneurs learn from their mistakes and actions embedded in the development processes and activities underpinning their first business venture attempt and are more successful second time around. The key learning processes and activities include learning from customer feedback, from interface with suppliers, from interaction with peers and from the fostering and facilitating inputs of provision such as the Fresh Start programme. The ability to learn by doing, problem‐solving and opportunity‐taking is important. The study concludes by highlighting key identified management capabilities which can improve the likelihood of new venture success, and in particular the value of giving future focus to the nature and form of effective strategic learning processes and activities that successful owner managers undertake and how these could be nurtured as part of the would‐be entrepreneurs’‘management capabilities tool box’.     

It's ok to think in a bad way: How state optimism and pessimism influence risk-taking

Government and public policy makers are facing an important issue on how to balance between economics and consumers' well-being. Thus, the current research proposes an important factor to help understand more on consumers risk-taking in investment. Trait optimists typically expect bright outcomes, whereas trait pessimists usually expect gloomy ones. However, the present research qualifies these generalizations. This current research proposes that optimism and pessimism can also be temporarily changed and cause different impact comparing to trait optimism and pessimism. Four studies showed that state optimists and pessimists differ in their expectations of success in a situation in which outcomes are purely a matter of chance or skills. Specifically, state optimists invest more in risky options when they believe that the investments are chance-based, whereas state pessimists invest more when they believe the investments are skill-based. These effects were due to their beliefs that the outcome is due to chance or skills. Additionally, we found that the effect will be moderated by individuals' locus of control.